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Menopause is a biological transition that's become a lucrative consumer business

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Menopause is a biological transition that's become a lucrative consumer business

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Long relegated to the private sphere, menopause is now the focus of unprecedented attention both in the media and commercially, with a market value of 535 billion euros ($600 billion). The number of books, podcasts, documentaries, digital applications, food supplements and coaching programs is multiplying to support women in this stage of life. What was once a taboo subject has become a booming economic sector.

This evolution constitutes an important step forward: People are talking more about menopause, it is better understood and is gradually being recognized as a public health issue. But this visibility is also accompanied by bold marketing. As the topic enters the public arena, it also becomes a niche market opportunity.

This transformation raises a question at the heart of the analysis in "All Change! Marketing and Consuming the Menopause Transition": Does it genuinely meet women's needs, or does it help create a new market built on their concerns, symptoms and desire for well-being?

The book conceptualizes the emergence of menopause as a consumer market in its own right. This niche market is characterized by growing "climacteric market awareness" and by the gradual transformation of menopause into a space for commercial gain, bodily intervention and self-optimization. (Editor's note: The philosopher Gloria Origgi explains that "climacteric" may derive from the Greek word "klimax," meaning step or rung.


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